Ad of the Week: Category Overachiever

Six weeks ago, Microsoft topped our charts with the highest Ace Score of week 34; this week, Microsoft scrolls to the top again, outshining the rest of the software category by 17.4%. “Customize Your Needs” showcases some cool, new Windows features across multiple devices.

Impressively, this spot delivered towering Desire and Information scores (23% and 22% above the norm, respectively)—a winning combination for product demonstration ads. Microsoft has really rebounded from its mediocre 2012 and now holds the spot for EVERY top ad in the category.

A whopping 18% of verbatim responses called out the Windows brand name. Many of the respondents also cited that they loved the new look of the Windows platform with many positively using words like “interesting,” “good,” and “new.” One such respondent even noted that he wanted to try out the new Windows operating system despite having all Apple devices.

To watch this year’s winning Ads of the Week by Category Overachievers, click here.

Ad of the Week: Top Score

We love ties over here at Ace Metrix. Not because we are into that “participation medal” thing, but because it lets us write about two ads, not just one. We don’t get it often, but we get one here in week 39 with Kerrygold’s “Simply Made For Butter” and United’s “Built Around You.” United also gets an extra shout-out for now having the highest rated Airlines commercial in the last year, seizing the top place from Southwest.

Consumers are ready to take flight with United as this ad earned consistently high marks across each noteworthy indicator. Many of the write-in responses spoke to the ad’s ability to capture something they have been looking for in an airline—increased comfort. And, lucky for United, 14% of those respondents used the United name, an important factor in an industry with such sharp competition.

Speaking of travel, we need to hop the pond to Ireland and take in the wistful scenery of lush, green grass and healthy cows for our other winner, Kerrygold butter.

The brand churned up a stirring Emotional Sentiment score over 40% above the Dairy Category norm. Many consumer respondents were delighted by the ad’s emphasis on a natural product from such a scenic countryside.

Kerrygold is a brand unfamiliar to many respondents (truth be told, many in this office were not sure what Kerrygold was prior to watching the ad), yet the scores, and more specifically the verbatims, indicate a warm embrace of the brand and the product.

Both United’s and Kerrygold’s winning spots hit home with women, with their average Ace Score outperforming men’s average score by 8% and 7%, respectively.

To watch this year’s winning Ads of the Week by Ace Score, click here.